重庆麦德龙营销策略研究

发布时间：2018-06-06 18:42

本文选题：重庆麦德龙 + 营销策略　；参考：《西南交通大学》2016年硕士论文

【摘要】：随着电子商务在零售行业的迅速发展,越来越多的消费者从传统零售企业中流失掉,传统的营销策略不仅不能帮助企业自身从同类竞争对手中脱颖而出,还无法实现将新客户从线上企业吸引到线下企业之中,并且增加企业现有客户黏性的目的。如今在传统的零售市场上,企业一方面要面临来势汹汹电商企业的竞争,另一方面更要面临复杂多变的消费者市场。但在现实中,无差别市场策略等使得众多传统零售企业在激烈的竞争中困难重重、举步维艰。而有效的营销策略,企业需要将自身差异化优势和目标市场的细分、选择和定位结合起来,才能够在竞争激烈的市场中生存,并且拥有持续的竞争优势。本文选取重庆麦德龙商场作为营销策略的研究主体,从研究重庆麦德龙商场对当地市场的细分和目标市场的选择入手,并且根据目标市场选择策略中的有选择的专门化模式,将目标市场定位于企事业专业客户和餐饮类专业客户。再结合企业所处的内外部环境分析,针对目标客户市场制定差异化的商品、促销、价格、高质量管理和品牌策略,并且探讨了其现有营销策略具体实施中存在的缺陷和不足,最终从目标客户市场的扩大、定价模式的变革、打造客户服务体验和增加新品促销四大方面提出优化建议。本文针对重庆麦德龙商场营销策略的研究,综合利用了市场营销中的4C、4P、STP、市场选择策略等理论,以此来剖析企业营销策略的实施和存在的缺陷,具有较强的现实意义。同时,也希望能够对同行业或类似行业中的企业在选择差异化营销策略时提供借鉴和参考。
[Abstract]:With the rapid development of e-commerce in the retail industry, more and more consumers are losing from the traditional retail enterprises. The traditional marketing strategy can not only help the enterprises to stand out from their competitors. It is impossible to attract new customers from online enterprises to offline enterprises and to increase the viscosity of existing customers. Nowadays, in the traditional retail market, enterprises have to face the competition of fierce e-commerce enterprises on the one hand, and the complex and changeable consumer market on the other hand. However, in reality, many traditional retail enterprises are facing a lot of difficulties and difficulties in the fierce competition. For effective marketing strategy, enterprises need to combine their differentiation advantages with target market segmentation, selection and positioning in order to survive in a competitive market and have a sustained competitive advantage. This article selects the Chongqing Medelong market as the main body of the marketing strategy, starting with the study of the local market segmentation and the target market selection of Chongqing Medelong market, and according to the selective specialization mode of the target market selection strategy. The target market will be located in enterprises and institutions professional customers and catering professional customers. Combined with the analysis of the internal and external environment of the enterprise, the paper makes a differentiated product, promotion, price, high quality management and brand strategy for the target customer market, and discusses the defects and shortcomings in the implementation of the existing marketing strategy. Finally, the optimization suggestions are put forward from four aspects: the expansion of target customer market, the reform of pricing model, the creation of customer service experience and the increase of new product promotion. This paper aims at the research of marketing strategy of Chongqing Medelong shopping mall, synthetically makes use of the theories of 4CX 4PU STP and market selection strategy in marketing, so as to analyze the implementation and defects of enterprise marketing strategy, which is of great practical significance. At the same time, we also hope to provide reference for enterprises in the same industry or similar industries in choosing differentiated marketing strategies.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F713.5;F721

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